Discoverable Stories: What PR Can Learn from Digital Games

The best stories aren’t told to us, they’re discovered. This is the magic of environmental storytelling: when every space, sound, and object becomes a clue that invites exploration. It’s how games like Bioshock, Journey, and That Dragon, Cancer build worlds you feel rather than follow. 

And it’s not just for games. Films, books, theme parks, even pop-up stores, are using immersive cues to connect emotionally with their audiences. So, what can brand storytellers learn? 

When the World Is the Story 

In Bioshock, you’re dropped into a city crumbling under failed ideals. In INSIDE, the silence is deafening. Every element tells you something—without telling you anything. This is storytelling that sticks because it’s felt.

Theme parks like Star Wars: Galaxy’s Edge take this further. You don’t just see the story, you’re inside it. From hand-built lightsabres to ambient sounds and role-playing staff, every detail reinforces the narrative. It’s a masterclass in message delivery without a single sales pitch. 

Translating That to Brand Experiences 

Here’s how environmental storytelling can elevate your next PR or brand campaign: 

• Create spaces for discovery: Turn your event, pop-up, or flagship store into a world your audience can wander. Let them uncover the brand values through experience, not explanation. 

• Show, don’t claim: Want to say you’re sustainable? Use reclaimed materials, handwritten notes from your team, and behind-the-scenes photos to let the story tell itself. 

• Make people feel smart: Let your audience discover hidden details, like easter eggs in a virtual space or subtle clues in an Instagram story. People remember what they figure out for themselves. 

Brand Storytelling Ideas That Work 

• Furniture as life story: Stage each room in a showroom to represent a phase of life. Let customers see themselves in the story. 

• Healthcare innovation, reimagined: Build an interactive space where people follow a patient journey, explore medical tech prototypes, and hear real-life voices through virtual diaries. 

• Social media with a twist: Turn your grid into a global map. Every tile tells part of a story, and followers who solve the puzzle win a prize. 

Why This Matters 

Environmental storytelling doesn’t just boost engagement. It creates emotional ownership. People don’t just understand your brand, they experience it. That’s how you move from being seen to being remembered. 

So, what story do you want your audience to discover? 

Ready to turn your message into a memorable experience?

Let’s talk. We’ll help you design a story-led campaign that people won’t just hear, they’ll feel, share, and come back to. 

Cover image created with DallE